| 26 Sep 2020
Coachella creators Goldenvoice join forces with Firefly Music Festival

MUMBAI: Goldenvoice, a Los-Angeles based AEG Live company announced that they will be teaming up with Firefly Music Festival's creators Red Frog Events. The creators of one of the biggest music festivals in the world – Coachella Valley Music & Arts Festival, will promote and produce this year's Firefly festival which takes place in Dover, England.

Red Frog Events will be joining forces with Goldenvoice to boost the festival portfolio of both the organisations with the latter likely to be investing in the festival.

Both the companies gave an exclusive interview to Billboard in which they discussed the joint venture and their plans.

Goldenvoice CEO Paul Tollett said in the interview, "Red Frog will still operate Firefly, because that is what they are best at. We will assist in any way we can, such as helping access talent, sponsorships, and any tricks that we have learnt along the way to help a festival get to the next level."

"We are so impressed with what they have created in such a short time, how could we not want to be a part of it?," he added.

Founder and CEO of Red Frog Events Joe Reynolds commented, "We are excited to be working with the Goldenvoice team. This partnership will continue to propel the success of Firefly for years to come."

The four-day festival which was founded in 2012 takes place annually in the month of June at The Woodlands at Dover International Speedway in Delaware. The 2015 edition of the festival is scheduled for June 18-21.

According to the report, Firefly has acquired a long term lease agreement with the Speedway through 2032, like Coachella did with Indio's polo grounds.

Toillett explained, "When you get a long term lease, it helps [because] you are able to put in infrastructure and invest in long-term capital. It makes a festival better when you can put some things in that you do not have to tear up each year. When you are on a year-to-year basis, you cannot really do anything too excellent on the site, because you never know if you are coming back."